I am not satisfied with agencies being sidelined- Sir Steve Omojafor
By Felicia Nwosu
Advertising legend, Sir Steve Omojafor, former Chairman of Zenith Bank and co-founder of the renowned Rosabel Advertising Agency, has expressed concern over the sidelining of agencies by clients for inhouse outfits patronage, while charging them to embrace and appreciate the unique service offerings made available by agencies for the growth of the brands and their businesses.
The accomplished marketing communication and advertising expert, expressed this concern during an interview with MARKETING EDGE, while speaking on market realities.
Sir Omojafor noted that the marketing landscape itself has been buffeted by unprecedented upheavals since 2019, and so, urged clients to see beyond the immediate noise to enable them harnesses the opportunities that lie within the offerings of agencies, as well as to scan and reshuffle how agencies and clients can survive, and thrive together for the success of the brands.
His words : “We still face the problem of a lot of clients still wanting to do things on their own . I am not satisfied at all with the situation where agencies are being sidelined, while clients are doing their own things, setting up all kinds of in-house outfits andpoaching members of staff of their agencies to set up in-house. That is not how it is done outside this country.”
The Former Group Managing Director/CEO of STB-McCann expressed displeasure over the lack of cross fertilisation between clients and agencies. “Every notable client is proud to have an agency servicing him, because, it is cross fertilisation of ideas. You, as a client, probably know about your product but we as agencies are more in the market place, we do more research, we know the people better. I am saying to them, shut out all these your in-house outfits, go out and give your business to agencies who will do you a better job at the end of the day.”
The Fellow of the Nigerian Institute of Marketing (NIMARK) and Advertising Practitioners Council of Nigeria (APCON), commended APCON for the giant strides recorded through various reforms under the leadership of a formidable umpire and eagle eye of Dr. Lekan Fadolapo.
“Now that APCON is getting strengthened, we are still hoping that the council will be put in place for APCON, and as soon as the council comes, we can better regulate the industry, and we can ensure that people do exactly what they are supposed to .What APCON has attempted to do for now, is still to ensure that stricter rules and regulations are applied in the industry. I have not gotten the latest report from the registrar but from what I heard, ADVAN has not cooperated at all in terms of enabling the new reform to work. They are very key in the equation, I will talk with the registrar to find out exactly what kind of headway they have made with ADVAN. I will always say to them that we all can come together and approach ADVAN and get them to understand.”
The marketing and advertising guru also pleaded that, “We don’t want to hurt anybody. Take the rule for instance, when an agency works for you, in 45 days, pay their bills. But what are we getting, 90 days to 120 days. When they sell their products, it is cash and carry, but when it comes to paying for services, you tell me 120 days. I mean for goodness sake, We must jointly fight this fight andensure that we get some good results.“
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